DIGITAL digest

Kirsten Sabia, senior director of marketing services for The PGA Tour, offered the insight that using e-mail is seen as not having a cost, but "it can cost you a customer."

Picking up on that point, Tom Wade, PGA's executive vice president and chief marketing officer, noted that while it can be easier to go the e-mail route because of the cost, there's the question of does it work? Also, what statement the piece is making about the sender's brand needs to be considered, he said. There are campaigns such as the effort to get golf into the Olympics that "we wouldn't consider doing via e-mail."